New Jersey-based purveyor of acai and pitaya bowls Playa Bowls quickly became a sensation on the Jersey Shore, then echoed throughout the state before growing to more than 120 stores. Now the brand is set to gain a national presence with a major round of funding from Tamarix Capital, helmed by seasoned investor Mark Hauser.
As lifestyles simultaneously get busier and more health-conscious, the demand for healthy food made and served fast has skyrocketed. In the wake of the COVID-19 pandemic, more people have taken proactive measures to improve their health while also tiring of making all their meals at home. When it comes to “fitness food” like acai and pitaya bowls, it can be time-consuming to make these items regularly at home. Additionally, many people also have a hard time finding the ingredients they need locally. The strong demand for healthy food that can be served up quickly to aid in busy lifestyles has poised Playa Bowls for explosive growth in the coming years.
Playa Bowls was founded by Abby Taylor and Robert Giuliani, two pro surfers who often found themselves exhausted after riding the waves and sought different kinds of food that would give them the energy they needed without crashing. Upon discovering acai bowls made with the dark purple acai berries and topped with fruit, seeds, granola, and other energy-boosting toppings plus pitaya bowls made with the aesthetically pleasing dragonfruit that produced a pink color rarely seen in nature, it wasn’t long before they turned their enjoyment of these bowls into a business idea. With colorful and artfully arranged smoothies, smoothie bowls, and acai and pitaya creations proliferating on Instagram, the pair knew that they had a highly marketable dish on their hands that did more than just serve its purpose.
Soon, Taylor and Guiliani found that it wasn’t athletes who were interested in the beautiful and delicious acai and pitaya bowls for sale. Increasingly busy caregivers and remote employees wanting to get out of the house also needed long-lasting energy from their food that could be picked up fast and wanted options other than fast food that has historically been unhealthy. As Playa Bowls quickly rose in popularity on the Jersey Shore then expanded their presence, it wasn’t long before the chain grew to 126 stores and adopted a franchising model.
Mark Hauser sees major potential in Playa Bowls because the timing is ideal for the change in pandemic-induced consumer behaviors and overall cultural attitudes towards food made outside the home. As more people go back to the office, or are staying remote but want to leave the house more frequently, the demand for fast-casual establishments is expected to rise after initially collapsing when the pandemic first hit. With Playa Bowls marketing a lifestyle in addition to healthy menu items, the company exudes an image of focusing on both personal health and the overall health of the planet. The brand’s sustainability policies will also set an example throughout the restaurant industry, which Hauser believes has also become equally important to customers.
